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A viral campaign in every sense of the word

TBWA's latest campaign for the Department of Health publicises the availability of HIV/Aids testing across the country in an oblique and humorous manner, harnessing the creative power of disruption thinking. The setup is that calls to a (fake) sex worker's number, advertised in the newspaper classifieds, are recorded as the woman offers her services and then tries to persuade callers to get their HIV status checked.

28 Jul 2006

Click here to hear the ad (1MB)

The "sex worker" is an actress with a very realistic script and the callers' voices have been disguised. The humour is in the same vein as the many hoax calls radio stations place to members of the public.